ix, 386 pages ; 24 cm

"In the spring of 1998, two Swedish entrepreneurs - Ernst Malmsten and Kajsa Leander - came up with a revolutionary Internet business idea. boo.com would be the first global online retailer of sports and designer clothes, using only the most cutting-edge technology. It would be tailor-made for eighteen countries, boasting a virtual changing room and 3D images." "In boo hoo co-founder and CEO Ernst Malmsten gives his personal account of boo's rise and fall, capturing the atmosphere and characters of an extraordinary time. He recalls the development of the original idea for the company, the early meetings with bankers, investors and fashion suppliers, as well as the attempted coups, legal threats and battles that followed. This is not a conventional business story, but a compelling eyewitness account of the internet hype of the late 1990s with all the excitement, drama and conflict involved in building and running a major internet business."--BOOK JACKET

Written by Ernst Malmsten, Erik Portanger, and Charles Drazin

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